| Intertemporal choice is one of the most important decisions in daily life.It is related to personal daily life and economic behavior(such as consumption and investment).As a member of society,an individual’s decision-making will be affected by external factors in the social context,such as different behavior patterns under different social distances.Moreover,interpersonal communication and interaction can quickly obtain information about the decisionmaking outcomes of others,and the comparison between results will also affect the individual’s evaluation of the results,thereby adjusting choice preferences.In addition,the rapid development of cognitive neuroscience has provided a new approach for management research,which can explore management issues more objectively and scientifically from the cognitive level.Therefore,using cognitive neuroscience methods to explore the impact of social situations on intertemporal decision-making will provide important insights into individual behavioral decision-making.Reveal the cognitive processing integration model behind it,and provide theoretical support for individual and even corporate decision-making.Firstly,by sorting out and summarizing the current research status at home and abroad,this paper defines the concepts of social context and intertemporal decision-making involved in the research,takes social distance and social comparison as the representative factors of social context,and combines the theory of Construal level,social compare theories and attention resource allocation,analyze and construct research frameworks,and make research hypotheses.Then,by using event-related potentials technology to explore the influence of different social context on intertemporal choice through two experiments.In Experiment 1,by adapting the experimental paradigm of indifferent intertemporal choice,we set different social distance contexts between friends and strangers,and explored the influence of social distance on intertemporal choice.Experiment 2 adds social comparison factors on the basis of Experiment 1,and explores the moderating effect of social comparison on intertemporal choice in the context of social distance.The EEG results show that: 1)Friends can change the individual’s preference for time and improve the level of motivation for delayed option.The P300 amplitude caused by delayed option under friend conditions is greater than immediate option,and there is no difference under stranger conditions.2)Worse results can change the individual’s preference for time and increase the level of motivation for immediate option.Regardless of whether it is a friend or a stranger,when the outcome is worse conditions,the P300 amplitude caused by immediate option is greater than delayed option,while there is no difference between the result acquisition time under better results and equal result conditions.Finally,based on the EEG results,an integrated model of cognitive processing of social context on intertemporal decision-making is established: In the attentional allocation stage,the social distance and time delay information are quickly and unconsciously processed,indexed by the N1 component.In the weighting stage,the information identified in the previous stage is weighted,and the more important time delay information is further cognitively processed,which is indexed by the P2 component.In the comprehensive evaluation stage,the social comparison and time delay are integrated,and the information that has a more prominent impact on the intertemporal choice results and has greater motivational significance in the social context is concentrated,which is indexed by the P300 component.Finally,starting from the actual scenarios in the two fields of consumption decisionmaking and investment decision-making,and based on the conclusions obtained,this paper puts forward targeted countermeasures and suggestions for consumers and investment decision-makers. |
